Showing 2 results for Brand Equity
Hossein Norouzi, Negin Maleki, Sajad Abdolahpour,
Volume 5, Issue 4 (3-2019)
Abstract
Background and Aim: Today, the physical presence and traditional advertising in order to compete in the market of many businesses, especially the banking industry, is not enough, and the era of competition has tended to be digital or online. The purpose of this study is to investigate the effect of social media brand engagement on brand equity, with emphasis on the moderating role of trust and its impact on brand performance among the customers of the Bank Melli Iran of Tehran Province.
Methods: In terms of the objective, the study is a descriptive work and survey in nature, an applied work in terms of usage, and a correlation work in terms of implementation. In this regard, 385 customers of the Bank Melli Iran of Tehran province responded to the questionnaire by multi-stage cluster sampling.
Results: The results of the research showed that all the factors of identity, information availability, entertainment, personalized advertisements and brand affiliation have a positive and significant effect on social media brand engagement. The results also showed that social media brand engagement have a positive and significant effect on brand equity and brand equity on brand performance. In the end, the results showed that the trust variable in the relationship between social media brand engagement and brand equity has a moderating role.
Conclusion: In order to enhance the brand performance of the Bank Melli Iran, paying attention to engaging customers through social media and increasing their trust in influencing brand engagement and brand equity is important.
Afshin Mohsen, Darioush Afshin, Alireza Rousta,
Volume 8, Issue 3 (11-2021)
Abstract
Objective: The study aims to explain the role of brand equity in increasing market share, based on information seeking behavior and needs in Kish commercial centers.
Method: This is applied exploratory-explanatory qualitative research. Population included branding and economics experts who were selected as a research sample by targeted snowball method of 14 people. To analyze the information related to the semi-structured interview, the content analysis method based on open coding, axial coding and selective coding based on the data theory of the foundation was used.
Findings: The results showed that marketing strategies through 5 elements of product, price, location, promotion, process management. Management factors through two components of leadership and human resource management have added value to the brand of Kish commercial centers. The added value created creates a competitive advantage. Also, environmental capabilities include: Infrastructure, technology, environmental features, security and recreation as background conditions and external factors including political-economic factors, information seeking behavior and information needs through customer information and market information as an intervener. The competitive advantage of Kish commercial centers is affected and ultimately increases the market share or in other words the development of customers and improves the financial performance of these centers.
Results: The results showed that increasing market share is a complex process and is strongly influenced by brand value added, which is affected by marketing strategies and management factors. In addition, in order for Kish commercial centers to be known as a brand, they must first gather the necessary and sufficient information about customers and then the market.
